2016

Excellence in Marketing

Winner

Stephanie Horton - Farfetch

Stephanie’s initiatives for Farfetch include creating the highly lucrative VIP Proposition Strategy and Loyalty program and the impressive pitch and launch of ‘Farfetch Curates’, a series of leading-edge print publications in partnership with Assouline which broke new ground for the company, exploring the world of high end Food, Art and Design.

She managed the company through its recent RFP process and executed the launch of its first ever global brand campaign. Farfetch’s renowned UNFOLLOW campaign celebrated individuality in fashion, and attracted the participation of industry idols such as designer Vera Wang, Nicole Richie and model Shaun Ross.

Her activities helped to generate $31m in 2015 with $75m projected for 2016.

Runners up

Nilar Peiris - TransferWise

Under Nilan’s guidance, TransferWise developed a multichannel approach that’s taken 6% of the UK market (up from 0.1% 2 years ago). It is now on track to be the UK market leader, alongside growth in key markets including Australia and the US.

Nilan’s powerful ‘brand evangelist’ strategy has played a large part in giving the marketing more reach and efficiency than simple customer acquisition. It has attributed to 60% of company growth, and will be a key growth driver in 2016. Facebook has recognised Nilan’s work as an example of best practice in using word of mouth to drive growth.

He also launched an award-winning brand experiential marketing campaign that challenged orthodox banks, and developed a strong Partnership with Apple – as a launch partner for Apple Pay in over 10 countries.

Ottokar Rosenberg - Hostelworld

Ottokar led Hostelworld through the biggest marketing and brand driven growth strategy in the company’s history. A complete re-launch across mobile, app and desktop focused marketing on digital and mobile advertising, with mobile consequently rising to 41% of bookings in 2015. Hostelworld achieved 58% of bookings from free digital marketing channels and Ottokar was instrumental in scaling social media channels and a doubling of CRM activity with increasing open rates by 50% and click through rates by 43%.

Hostelworld’s first mass media advertising campaign saw a +30% lift on spontaneous awareness; 7.3 million views of the ‘Meet the World’ video; twice the engagement on the Hostelworld Facebook page and made Hostelworld the number one brand to consider when booking a hostel. Furthermore, the multi award-winning marketing initiatives accelerated total bookings growth to 21% during 2015.